The name Tata has emerged as one of the most famous industrial powerhouses on the global market and talking to one of the leads in its automotive arm it is clear that it remains fiercely ambitious in the region.
In a wide-ranging interview Anurag Mehrotra, the VP of International Business for the Commercial Vehicle Business Unit (CVBU) of Tata Motors, tells T&FME that the company is fully committed to using its flagship Tata Prima truck and a range of mobility solutions to optimise transportation and fleet costs as the market evolves.
With a substantial presence in the global automobile market, how did Tata Motors’ journey begin in the Middle East?
Tata Motors’ journey began with a resolute aim – to set new industry standards in areas such as total cost of ownership, performance, functionality, connectivity and safety. These standards have consistently driven us to introduce modern commercial vehicles, services and solutions that foster our customers’ business growth.
Our global footprint extends to over 44 countries across Africa, the Middle East, South and South East Asia, South America and CIS, reflecting our unwavering dedication to catering to diverse markets. Our fuel-agnostic commercial vehicles, which ranges from sub 1-tonne to 60-tonne cargo vehicles and 10-seater to 51-seater mass mobility solutions, embodies our commitment to versatile solutions. Encompassing small commercial vehicles, pick-ups, trucks and CV passenger segments, our product portfolio exemplifies versatility and adaptability to meet unique market needs.
At the core of our innovation lies state-of-the-art research and development facilities that continuously pioneer cutting-edge mobility solutions that are smarter, safer and greener. These solutions are rooted in alternative fuel technologies, including battery-electric, CNG, LNG and Hydrogen Fuel Cell technology. With an ambitious target to achieve Net Zero Emissions by 2045, we are reimagining our entire product portfolio and operations to lead the charge towards a sustainable future.
We have made a remarkable journey into the Middle East, a region that has witnessed the transformative power of our commitment to excellence spanning over five decades. For more than fifty years, we have been empowering businesses in the MENA region with comprehensive mobility solutions that optimise transportation costs and enhance fleet owner profitability.
Tata Motors range of trucks are meticulously engineered to cater to the distinct requirements of the UAE, KSA, Kuwait, Bahrain, Oman and Qatar markets. Our engineering prowess is complemented by an array of customer-centric offerings, including multiple financing options, custom-made service contracts, on-site servicing and extended warranty packages. Through collaborative partnerships with our channel partners, we provide value-added services that offer peace of mind throughout the entire vehicle lifecycle.
In essence, our journey in the Middle East reflects Tata Motors’ global commitment to innovation, excellence, sustainability and the unparalleled experience we strive to deliver to each customer.
How is Tata Motors addressing the needs of the customers in the MENA region?
The world is currently undergoing significant transformations, much like the pivotal shifts witnessed a century ago when automobiles became a dominant force on our roads. In retrospect, we recognise the profound influence that commercial vehicles have exerted on the global economy, urban infrastructure, Government policies, industries and our daily lives. These transformations have elevated customer expectations, necessitating extended duty cycles and expedited turnaround times. In this evolving landscape, what was once seen as optional benefits have evolved into essential needs for today. These include factors such as total cost of ownership, safety, reliability, advanced powertrain technology, comfort, convenience, connectivity and customised services and solutions that cater to specific market demands.
In response to these challenges, Tata Motors undertook the task of delivering an all-encompassing solution and introduced our flagship Tata Prima platform – a world-class, smart solution catering to diverse trucking needs. Rooted in the ethos of Tata Motors’ ‘Premium Tough’ design philosophy, the Tata Prima platform serves as the quintessential solution for modern-day trucking.
One of the most ergonomic and safest workhorses, the Prima range of trucks have been developed leveraging the latest design trends that combines comfort and convenience. This range has been developed through invaluable insights from key stakeholders including drivers, fleet owners and customers. Globally, Tata Prima has proven beneficial, as it delivers an optimal overall trip time, better fuel efficiency and a robust design engineered to withstand even the harshest operating conditions.
With both day and sleeper cabins on offer, the Prima platform boasts a multitude of drivetrain choices that can be effortlessly configured for various applications and load capacities. This versatility empowers users to select the optimal options that further amplifies productivity and profits for fleet owners, all while ensuring the lowest possible operational costs.
How is Tata Motors placed to capture the current market trends and be future ready?
In the dynamic landscapes of the UAE and Saudi Arabia, where robust growth is witnessed across diverse sectors, Tata Motors stands poised to harness these opportunities. The UAE’s ambitious goal to double its GDP by 2030 has been a pivotal focus on trading and construction activities. In this pursuit, Tata Motors’ Prima range of trucks emerges as the quintessential solution for cargo movement at ports and terminals.
A compelling aspect is our application-specific variant built for the construction sector, which will further contribute towards the economic goals set by the Government.
Similarly, Saudi Arabia is scripting an impressive growth narrative across all sectors, despite global economic headwinds. The non-oil segment, particularly the construction and e-commerce, has emerged as a stalwart contributor to the Kingdom’s real GDP. This exceptional performance, despite global challenges, fosters an environment with optimism for Tata Motors business trajectory within the Kingdom. Notably, the Kingdom’s landscape is adorned with mega construction projects, where Tata Motors enters the picture equipped with our robust Prima range of heavy-duty trucks. These vehicles are not just means of transport; they signify solutions developed to meet the complex demands of construction and logistics applications.
Complementing the prowess of the Tata Motors Prima range is an array of value-added services, developed to resonate with prevailing customer demands. This line-up is poised for further customisation, resonating with the uniqueness of each customer’s needs. As we navigate these promising markets, our commitment to innovation, reliability and customer-centricity shapes our every endeavour, ensuring that Tata Motors’ presence becomes synonymous with delivering progress across the UAE and Saudi Arabia.
To be future-ready, Tata Motors displayed its dedication to progress and innovation with a showcase of 14 innovative and environment-friendly concepts at the Auto Expo 2023 in India. These concepts stand as a testament to our resolve in shaping the future of cargo and passenger mobility. We continuously explore all opportunities in the alternate fuel space, and the display at the Auto Expo 2023 encompassed a wide variety of technologies like battery electric, fuel cell electric, natural gases and state-of-the-art Hydrogen internal combustion engine.
With a wide range of fuel types and platforms, Tata Motors is well positioned to continue to be one of the global leaders in commercial vehicle segment. Our dedication to excellence has been recognised through prestigious awards that acknowledge our products, services, initiatives and the remarkable individuals who drive our success.
Fundamentally, our unwavering customer-centricity fuels our constant evolution, driving the creation of future-ready products, services and solutions.
How is Tata Motors prepared to further extend its mobility solutions to other businesses?
Tata Motors commercial vehicles is contributing to major projects throughout the GCC region, fulfilling various customer requirements. We are committed to providing end-to-end solutions for commercial vehicle needs.
Embarking on a journey of evolution, Tata Motors envisions extending the reach of Tata Prima beyond its role in cargo movement at ports and container terminals. This expansion translates into the introduction of new variants tailored to address vital applications that include FMCG, industrial, tipper, construction material and tanker transportation. We aspire to carve a substantial market presence within the heavy truck industry. This mission is underpinned by the strategic embrace of diverse applications, tailored to flourish in high-growth markets like Saudi Arabia and the UAE. In parallel, our footprint will expand with the growth of our after-sales network, an initiative that complements our product offerings.
Our comprehensive after-sales initiative manifests through a range of offerings. We offer the PAN GCC Roaming Warranty and an extended warranty program spanning up to five years. These assurances are accompanied by service and maintenance contracts that cater to the unique requirements of each customer. As a testament to our customer-centricity, we provide on-site service offerings, bolstered by dedicated mobile service vans and priority-access service bays, ensuring uninterrupted support. Our extensive distributor network is solidified by a substantial inventory of spare parts and a team of trained and certified technicians, creating a robust after-sales ecosystem.
In conclusion, Tata Motors transcends the role of only a commercial vehicle manufacturer and emerges as a creator of mobility solutions, dedicated to cater to diverse businesses throughout the GCC region.
How is Tata Motors ready to provide mobility solutions in the last-mile and urban deliveries segment in the UAE?
Tata Motors is ready to bring a new dimension in the last-mile and urban deliveries within the UAE, and extending this transformative approach across the expansive GCC region. The realm of last-mile and urban deliveries presents a plethora of opportunities that resonate with Tata Motors’ vision of innovative mobility solutions. We will launch our modern Tata Ultra truck platform in the GCC region, a testament to our dedication to shaping the future of efficient and impactful mobility solutions.
As the GCC region experiences a positive surge within the last-mile and urban deliveries sector, Tata Motors, as a strategic mobility solutions partner, is ready to align our offerings with the evolving market requirements. This dynamic environment echoes with the promise of transformation, and we are ready to meet these demands head-on. Our commitment to enhancing customer experience is reflected in our forthcoming introduction of the Ultra platform to the GCC market, a move that will instil unparalleled functionality and efficiency into the delivery ecosystem.
The upcoming Ultra platform is a blend of safety and comfort. Crafted with thorough attention, the Ultra range of trucks is an enabler of growing profitability and lower total cost of ownership (TCO) for the customers. The launch of Ultra trucks reaffirms Tata Motors’ position as an industry leader that is committed to fostering innovation while raising the bar of functionality.
The core to the Ultra range of trucks is its modular platform, a testament to our commitment to adaptability. This modular design is available for diverse applications and in multiple deck length options. This adaptability positions us to address a gamut of operational needs, creating nuanced mobility solutions for varying requirements. The Ultra cabin has undergone rigorous crash testing, comes with top-tier driving comfort and a low noise, vibration and harshness (NVH) levels.
Tata Motors’ strategic readiness to provide mobility solutions in the last-mile and urban deliveries segment stands as a testament to our commitment to set industry benchmarks.
